Blog Archive
April 9, 2015
To market effectively requires a strategy, but a simple fact that eludes many marketers is that you are allowed to change the strategy. I hadn’t realized how intractable strategy is...
Read more: Content Strategy Isn’t Set in Stone
March 27, 2015
You don’t need a lot of content to make a big impact. Mere hours after Sen. Ted Cruz threw his hat into the ring and announced his candidacy for the...
Read more: Content Strategy Isn’t Set in Stone
March 18, 2015
I’m in the bittersweet process of transitioning out of my role as industry analyst at Altimeter Group. I plan to remain with the company until early summer, finishing obligations and projects for...
Read more: Content Strategy Isn’t Set in Stone
March 18, 2015
The foundation of content strategy is goals. Without knowing why content will be created and published — to what end, for whom, where, and how — content marketing is at...
Read more: Content Strategy Isn’t Set in Stone
March 17, 2015
Content has become pervasive. It fills websites, social media, advertising and collateral. It comprises words, images, audio-visual material, infographics and a host of other form factors. As media and channels...
Read more: Content Strategy Isn’t Set in Stone
March 11, 2015
My latest research, Content Marketing Performance: A Framework to Measure Real Business Impact is hot off the presses (virtually speaking, of course). Please feel free to download a copy from the link above....
Read more: Content Strategy Isn’t Set in Stone
February 24, 2015
As a research analyst covering digital technology, companies routinely (to the tune of up to a dozen per day) reach out to request briefings — even if that’s not the...
Read more: Content Strategy Isn’t Set in Stone
February 16, 2015
A content audit is the cornerstone of content strategy, which governs content marketing. The aim is to perform a qualitative analysis of all the content on a website (or in...
Read more: Content Strategy Isn’t Set in Stone
February 10, 2015
Some readers of this column are old enough to recall “I want my MTV!,” one of the most successful branding and awareness campaigns in media history. I do. I wanted...
Read more: Content Strategy Isn’t Set in Stone
February 5, 2015
Todd Wheatland just published a very in-depth audio interview with me that he conducted for the Content Marketing Institute late last year. It’s not like me to post an interview with...
Read more: Content Strategy Isn’t Set in Stone